TABLE OF CONTENTS The four types of computer credibility described in Chapter 6 presumed, reputed, surface, and earned also apply to users experiences on the Web. Table 7.6 reviews each type of credibility and lists a Web-related example for each.
| Presumed | Reputed | Surface | Earned | |
|---|---|---|---|---|
| Type of credibility | Based on general assumptions in the user s mind | Based on third-party endorsements, reports, or referral | Based on simple inspection, first impressions | Based on first-hand experience that extends over time |
| Web example | A domain name that ends with .org | A site that won an award from PC Magazine | A site that looks professionally designed | A site that has consistently provided accurate information over the past year |
Presumed credibility describes the extent to which a person believes something because of general assumptions. These assumptions help people evaluate rightly or wrongly the credibility of Web sites.
Many elements from the Stanford Web Credibility Studies relate to presumed credibility. The four key elements that boost presumed credibility are shown in Table 7.7. (Our studies had no items that decreased presumed credibility to any practically significant extent.) First, the results show that sites are seen as more credible if they represent a nonprofit organization or have a URL that ends with .org, which many people associate with nonprofit organizations. [31 ]
| 1999 | 2002 | |
|---|---|---|
| The site represents a nonprofit organization. | +1.2 | +0.7 |
